For the launch of IED Cinema, a new cinema school opening in October 2025 under one of Europe's premier design institutions, I was tasked to art direct an advertising campaign that transcended traditional boundaries. The brief was clear: create visuals that suggest the school is a gateway to experiences and realms no one else can offer.

I ended up with a surreal, dreamlike aesthetic inspired by the world of Magritte. Every graphic is designed to dissolve the barrier between reality and imagination, inviting viewers into an enigmatic visual narrative. Rather than providing straightforward answers, the campaign leverages the concept of a narrative void—echoing Hitchcock’s idea of the MacGuffin and the active viewer—where every image poses more questions than it resolves.

This artistic direction challenges the audience to engage actively with the visuals, turning the experience of cinema into an immersive exploration rather than a passive consumption.

Ultimately, the project embodies the notion that cinema is not a vessel of clear-cut messages but a medium that encourages curiosity and introspection—a fitting reflection of IED Cinema’s innovative spirit.